When Business Starts With Meaning

Anthony points to a growing tension in the industry: many brands genuinely want to do the right thing, but struggle with how to translate that intention into something clear and meaningful.

For him, a big part of the challenge lies in positioning. With so many possible directions, brands are forced to make choices — yet those choices are often pulled between purpose, performance, and perception. In that mix, clarity can easily get lost.

He also highlights a shift in mindset across businesses. Where companies were once built around solving real problems or fulfilling a clear need, many now begin with growth and revenue goals, and then work backwards to define a purpose. That reversal, he suggests, can create communication that feels less grounded.

Anthony often returns to the idea of origins — what a company was originally created to do. At its core, most brands start with a product, an idea, or a solution to a real problem. From there, everything else naturally follows.

The concern today is that this logic is sometimes inverted, with needs being shaped or even created to fit a commercial direction. While that can work in some cases, it risks weakening the authenticity behind the message.

Still, he sees hope in a return to fundamentals: building companies and communication from genuine insight, real purpose, and a clear desire to solve something for people. When that foundation is strong, storytelling becomes less forced — and more honest by default.

In the end, Anthony believes good communication doesn’t need to be over-engineered. It simply needs to reflect something real that already works in people’s lives.